Sharjah: tourism authority heads to WTM London 2026 with 20-plus partners

Sharjah will take part in the World Travel Market (WTM) in London for the 23rd year running when the travel trade fair opens on Tuesday, November 3. The Sharjah Commerce and Tourism Development Authority (SCTDA) said in a statement dated October 30 that more than 20 local entities, both public and private, will join it there.

The event runs at ExCeL London until Thursday, November 5. The authority said WTM London draws upwards of 46,000 attendees and over 5,000 exhibitors, with more than 180 countries represented. It described the fair as a place to track industry trends and seek new partners.

A single “Visit Sharjah” stand

All participants will exhibit together under the Emirate of Sharjah Pavilion, called “Visit Sharjah”. Its displays cover three areas of the emirate: Sharjah city, the Central Region and the East Coast. The themes are family travel, adventure, eco-tourism and sustainable tourism, alongside cultural heritage.

Hotels are also on show, each presented through its setting, whether a beachfront, a mountain location or a desert site. New development projects in the tourism sector round out the offer. According to the SCTDA, the stand is built around audio-visual storytelling and digital tools, so that trade partners and the public can explore the emirate’s heritage, art, culture and tourism hands-on.

UK, Germany and France in focus

The authority named Europe among its main source markets for visitors and a pillar of growth for its tourism sector. Britain tops that group, with Germany and France close behind, which is why the SCTDA sees the London fair as a venue to deepen ties with European partners and widen cooperation.

It placed the trip within a broader Sharjah strategy of building alliances in international tourism, with the British market first among Europe’s large markets. The authority tied this to the vision of the Ruler of Sharjah, His Highness Sheikh Dr Sultan bin Mohammed Al Qasimi, Supreme Council Member, of an emirate marketed worldwide as a complete destination.

Who is in the delegation

Private-sector members are Air Arabia, TravTalk, Cozmo Travel, Sharjah National Hotels, Sharjah Airport Travel Agency (SATA), Golden Sands Hotel Sharjah, Coral Beach Resort Sharjah, Sheraton Sharjah Beach Resort & Spa, Emirates Stars Hotel Apartments, Holidays Tours, Al Zajil Travel & Tourism and Al Khalidiah Tourism.

Government bodies taking part are ARADA, Expo Centre Sharjah, Sharjah Sports Council, Sharjah Museums Authority, Sharjah Old Cars Club, Sharjah Airport Authority, Sharjah Institute for Heritage, Sharjah Asset Management, Sharjah International Marine Sports Club, the Environment and Protected Areas Authority (EPAA) and Sharjah Investment and Development Authority (Shurooq).